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Presentation to “Web Search and Mining” by Jennifer Prasol

Resources: http://www.google.com/analytics/

Web Analytics

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Web Analytics is about what happened once the user arrived on the siteWeb Analytics is about what happened once the user arrived on the site

Vendors:

Google Analytics

Omniture

WebTrends

Core Metrics

NetInisight

Methods:

Client Side Logging

Server Logs

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Google Analytics TagGoogle Analytics Tag

Creates a client side log file, instead of a server log

<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :

"http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-

analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script>

<script type="text/javascript">var pageTracker = _gat._getTracker("UA-3930074-1");pageTracker._setDomainName("none");pageTracker._setAllowLinker(true);pageTracker._setCookieTimeout("7776000")pageTracker._initData();pageTracker._trackPageview();

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Basic Web Analytics MetricsBasic Web Analytics Metrics

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Conversion goal is a task that is tied to a web site’s business objectiveConversion goal is a task that is tied to a web site’s business objective

Examples: Purchase, Register, Submit a Lead, Email Subscription, Comment, Download

Conversion Rate = # goals completed/total site traffic

Process Conversion = # goals completed/traffic starting the process

Other Terms: KPI, Event

Monster JobSeeker KPI- Job Search

- Job View

- Account Create

- Resume Create

- Job Search Agent Create

- Apply Online

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Improving Marketing ROI is a key objective of web analytics initiativesImproving Marketing ROI is a key objective of web analytics initiatives

Conversion rates vary for different traffic sources

Traffic quality fluctuations impact conversion rates

The best traffic is often direct or service-oriented

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Testing… Testing…Testing… Testing…

Before and After- Make the change and monitor the impact.

AB Split- Compare 1 or more versions of a page or path and impact on

performance results.

- Example: Shopping Cart A vs. Shopping Cart B

Multivariate- Identify variables of the page (homepage, landing page) and

test combinations to determine what works best together.

- Example Variables: Headline, Button, Offer, Button Text, Color, Text, Picture

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The Business Case for TestingThe Business Case for Testing

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Testing enables marketers to improve site performance by making incremental changes

Testing enables marketers to improve site performance by making incremental changes

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Google Web Site OptimizerGoogle Web Site Optimizer

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Careers

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10+ Years of Internet Analytics, Strategy and Marketing Experience10+ Years of Internet Analytics, Strategy and Marketing Experience

Education- Wellesley ’97: Economics and Computer Science.

- Tufts University: Computer Human Interaction graduate studies

Experience- 3Com Corporation, 1997-2004

• Marketing Coordinator, Online Marketing Manager, eCommerce Manager, Web Analytics Manager

- Monster.com 2004-2008

• Web Analytics Manager: Job Seeker and Employer eCommerce

- Edgewater Technology 2008

• Web Analytics Practice Manager

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CareersCareers

Marketing Rotation Program: Marketing Associate

- http://jobview.monster.com/GetJob.aspx?JobID=77273340

Ecommerce Business Analyst- http://jobs-vistaprint.icims.com/jobs/1284/job?hub=5

Marketing Associate- http://jobview.monster.com/GetJob.aspx?JobID=76681453&from=indeed

Search: www.indeed.com

Entry Level, Analyst, Analytics